CoolTool NeuroLab Eye Tracking testing

NeuroLab.EyeTracking.Boostefficiencyofyourmarke9ngresearchbyusingneuromarke9ngtechnologies

CoolToolNeuroLabNEW!

NLsolu9on:

•  CombinesEyeTracking,EEGandEmo9onsrecogni9onsolu.onsinonecloud!

•  Fullyintegratedintoyouronlinesurvey!•  Synchronizesandcross-referencesalldatainareal-.me!•  Perfectforanys.muli-image,video,shelf,livewebsite!•  Deliversinsightonconsumerreac.onfromeverysecondofs.mulites.ng!

CoolToolNeuroLab(NL)isawaytogetdeeperinsightstoconsumerbehavior.

NL(ET+EEG+Emo.ons)–videotes.ng

NL(ET+EEG+Emo.ons)–websitetes.ng

NLresults:

•  Full-scalevisualiza.onofdatafromETtestandsta.s.cs.•  ComprehensiveEEGdataonaKen.onandmedia.on.•  Emo.onsmeasurementwithin8emo.onalstates-Happiness,Surprise,

Neutral,Contempt,Sadness,Fear,Disgust,Anger.•  Sta.s.csandvisualiza.onsonareasofinterestyou’veselected.•  Cross-referenceddatafromsurveyandNL.

CoolToolNeuroLab:Visualiza9onNEW!

NL(ET+EEG+Emo.ons)–videotes.ng

MINIONSisatrademarkofUniversalCityStudiosLLC

ClickthelinktowatchCoolToolNeuroLabinac9on:hGps://youtu.be/MZf8KgaHA50

WhyEyeTracking?

Fromra9onaltoemo9onal

•  Changes in the modern dynamic world also affect the way consumersbehave.There isadefiniteshiW fromara9onal choice toemo9onal, fromconsciousdecision-makingtosubconscious.

•  Branding,packagingandemo.onalconnec.ontothebrandnowmorethanever influence consumer behavior and hence the product. Decision topurchase the product is oWen taken right at the shelf, where differentproductsarecompe.ngforgeZngconsumer’saKen.on.

Theroleofneuromarke9ng

Askingdirectques.ons isno longerenoughtounderstandwhat isworkingforaconsumerandwhat isnot.

•  Neuromarke9ngandsuchbiometricstudiesasEyeTracking(ET)solvethisproblembyprovidingdatathatisinaccessiblewiththemeansofasimplesurvey.

EyeTracker•  isacomplexdevicethatgivesa

simple,butaveryusefulresult–welearnwhen,forhowlongandwhereconsumerislooking.

•  inotherwords,EyeTrackerallowsyoutoseethroughtheeyesofaconsumerandtoanalyzeobtaineddataalongwithsurveyresults.

WhatisanEyeTracker?

CoolToolEyeTracking.Newgenera9onofonlinesurveys.

CoolToolEyeTrackingisanETsolu.onintegratedintotheonlinesurvey,whichyoualreadyknowhowtosetup.

Createaques.onnairewithETques.on(s)–testanimage,website,

shelforavideo

Startyoursurveyandcollectresultsinareal-.me

Getresultsinaformofvisualiza.ons,sta.s.csandautoma.callygenerated

presenta.ons

1 2 3

UsingCoolToolETwillhelptoanswermanyques9ons:

•  Howeffec.veareadver.singmaterials?

•  Howappealingisproductpackaging?

•  Whichadver.sing/packagingelementsworkandwhichdon’t?

•  Howcanadver.sing/packagingelementsbeimprovedtobecomemoreeffec.ve?

•  Doesbrandingworkasplanned?

•  WhataKractsconsumeraKen.onthemost/least?

•  Isproductvisibleinacompe..veenvironment?

•  Inwhichorderconsumerlooksatelements/products?

•  Whicharrangementofelements/productsisthemostcompelling?

TasksforETprojects

Printedmaterials/adver9sement

Outdooradver9sement

Productplacementontheshelf

Productpackaging/design

Websiteusability,webpagelayout

Commercialsandvideos

WhatcanyoutestwithCoolToolET?

CoolToolETforPrintedandOutdoorAdver9sement

Applica9onsofEyeTrackinginadver9sementtes9ng:•  Measurevisibilityofadver.sementinacompe..veenvironment.Themore

no.ceableisyouradver.sementthemorejus.fiedareyourinvestmentsinmedia.

•  Studyeffec.venessofcertainelementsintheadver.sement(maincharacter,message,product).

•  Assessbrandingplacementanditseffec.venessinyouradver.sement.•  Evaluateeffec.venessofadver.singelementsduringthefirstshortcontact

andthesubsequentlongercontact.

Thisway,unlikeinanordinarysurvey,weobtainacomplexassessmentofadseffec.venessalongwiththeexplana.onofhoweachelementworks.Thisapproachallowstogiveprac.calrecommenda.onsonhowtoincreaseefficiencyofadver.sement.

Howitworks:wesimulateasitua0onofaconsumercontactwithanadbyshowingthelayoutofthemediaoroutdooradver0sement–eyetrackingques0on;thenrespondentisaskedasetofques0onsthathelpstounderstandhowtheadwasperceived.

ETtestvisualiza.on(Gazeplot)

ETtestvisualiza.on(Heatmap)

CoolToolETforProductPackaging/Design

Applica9onsofEyeTrackinginproductpackaging/designtes9ng:•  Appraisetheexis.ngproductporeolio(whichSKUsworkbest/worstofall,

whichSKUsaKractthemost/lestaKen.onontheshelf).•  Determineefficiencyofelementsonthepackage(messages,product

descrip.on,labels,etc.).•  Checkeffec.venessofbrandingelementsonthepackage.

Thisway,eyetrackingallowstoimproveno.ceabilityandincreasepreferenceofyourproduct,whenplacedonashelfnexttootherproducts.Furthermore,eyetrackingallowsyoutoop.mizeeffec.venessofseparateelementsofproductpackaging/design.


Howitworks:wevisualizeashelfwithproductsplacedinarandomizedorder(tooffsettheeffectofashelfinthestore).Then,youcanshowaclose-upofacertainpackageand/oraskasetofques0onstounderstandhowthepackaging/designisperceived.

ETshelftestvisualiza.on(Heatmap)

CoolToolETforCommercial/Video

Applica9onsofEyeTrackingincommercial/videotes9ng:•  Iden.fythemostappealingelementsinthevideo(crea.veelementswhich

getthemostaKen.onfromaconsumer).•  Understandhowconsumer’saKen.onisscaKeredineachscene.•  Measuretheeffec.venessofproductplacement.•  Measuretheeffec.venessofyourkeymessage.•  Measuretheeffec.venessofbrandingelementsinthevideo.•  Iden.fy"blindspots”intheplot.•  Establishhowappealingisthemaincharacterofthevideo.

Thiswayeyetrackingallowstogiveprac.calrecommenda.onstoimprovethecommercial/videoandfulfilltheobjec.veofthecommercial.ET,unlikepollingmethods,takesintoaccountanemo.onalresponseandanactualbehaviorofaconsumerduringtheplayback.

Howitworks:demonstrateavideoorasetofvideosuploadedtoaques0onnaire,thenaskrespondentsasetofques0onsonpercep0onofthevideo.Datafrombothmethodswillbecross-referencedandresultswillappearinaformofvisualiza0ons(highligh0ngelementsthatgrabbedmostofconsumers’aIen0oninthevideo)andsta0s0cs(e.g.howmanyconsumersno0cedadver0sedproduct).

ETvideotestvisualiza.on(Beeswarm)

CoolToolETforWebsites

Applica9onsofEyeTrackinginwebsitestes9ng:•  Iden.fyeffec.venaviga.onelements.•  Pinpointinefficientorredundantnaviga.onelements.•  Findwhichnaviga.oncontrolspreventusersfromfindinginforma.onor

comple.ngtasks.•  Selectthemosteffec.velayoutforyourwebsite.•  Measuretheefficiencyofcertainwebsiteunits.•  Measuretheefficiencyofmarke.ngcommunica.onanditscomponentsat

thewebsite.

Thisway,eyetrackingallowstoanalyzeawebsiteobservinganactualbehaviorofaconsumerinareal-lifeseZng.EThelpstoop.mizethewebsitebymakingitmoreuser-friendly.ETgrowsyoursalesonyourwebsitebyincreasingtheconversionrate.

Howitworks:layout/screenshotofthewebsiteoralivewebsiteisdemonstratedtotheuser,userisaskedtoperformasimpletask(e.g.,findthepriceoftheproduct).ETfixates0me,eyemovementsequence,aswellascursormovementsequenceandclicks.


CoolToolET:Output

ETdatavisualiza9on:•  Heatmap•  Opacitymap•  Gazeplot

ETdatasta9s9cs:•  Timetofirstfixa.on•  Fixa.oncount•  Fixa.ondura.on•  Fixa.onpar.cipantscount•  Observa.oncount•  Observa.ondura.on

CoolToolEyeTrackinggetsyoumoreinsigh\uldataanalysissinceitcombinesandcross-referencesdatafromEyeTracking(ET)andsurveydata:

1

2

3 Otherques9ons:•  Tables•  Charts

CoolToolET:Datavisualiza9onandsta9s9cs


ETtestvisualiza.on(Heatmap)

ETtestvisualiza.on(AreaofInterest)

ETtestvisualiza.on(OpacityMap)

ETteststa.s.cs(Chart)

Q2PepsiAdstest

ETteststa.s.cs(Table)

Q2PepsiAdstest

CoolToolET:Datavisualiza9on

HeatmapandOpacitymap

•  HeatmapsandOpacitymapsaretwopowerfultoolstovisualizegazepaKernsofanen.regroupoffixa.ons.TheyrevealwhetherconsumerspaidaKen.ontotheproduct.

•  Heatmapisthemaskof“hot"and"cold"spotslayeredonthetestedimage.Opacitymaplightsupthemost"hot"areas,whileotherareasareputintoshade.

•  HeatmapandOpacitymaparebasedonsta.s.caldata-fixa.oncountsandfixa.ondura.on.

Gazeplot

•  Gazeplotisaveryhandytoolusedtovisualizegazesequence.Itshowsyouwhatgrabbedconsumer’saKen.onfirst/last.

•  Fixa.onsarevisualizedinaformofcircles,whicharedifferentindiameter.Thediameterdefinedbythedura.onoffixa.on.Thebiggerthediameter,thelongerthefixa.onlasted.

CoolToolET:Sta9s9cs

ETsta.s.csarebasedonareasofinterest(AOI).AOIaresetautoma.cally,butcanbeedited,asneeded.

Keysta9s9csforAOIanalysis

•  Timetofirstfixa9onshowsinsecondshowlongbeforethefirstfixa.onintheAOIappearedfromthemomentthepicturewasshown.

•  Fixa9oncountshowsthenumberof.mesrespondentgazedattheAOI.

•  Fixa9ondura9onshowsinsecondshowlongthefixa.onintheAOIlasted.

•  Fixa9onpar9cipantscountshowshowmanyrespondentsfixedtheirgazewithintheAOIatleastonce.

•  Observa9oncountshowsthenumberofvisitsandre-visitstotheAOI.

•  Observa9ondura9onshowsinsecondsthetotal.meforeachoftherespondent’sfixa.onswithintheAOI.

WhyuseCoolToolEyeTracking?

Efficiency

•  Createprofessionalques.onnairesinaheartbeatorgetready-to-usesurveys

•  UsenumerousETdevicessimultaneously•  Completefieldworkinadayortwo

•  Getreal-.meresults•  Enjoyautomatedrepor.ng

•  Auto-checkthequalityofcalibra.ononeachETdevice•  Excludelowqualityinterviews,ifnecessary•  Getreal-.mesta.s.caldatafromsurveys•  Useauto-repor.ngtoeliminatethe‘humanerror’•  Analyzedataprofoundly

•  UsetrulyaffordableETdevices•  SaveuponsoWware

•  Saveuponunnecessaryextrahiresandtraining

Экономия

Quality

•  Stylishandadap.veques.onnairedesigns•  DownloadableETAppthatissimpletolaunch•  Easy-to-setuphardware•  Marketplacetofindprofessionals,whocanhelpwithyourproject

•  Sharingop.onsandcustomizableaccessforcolleaguesandclients

Cost

Ease

CoolToolET:Prac9calExample

Ineffec9veadver9sement.What’sthereasonbehindit?

•  Isitlowbrandrecogni.on?Ifyes,why?

•  Isitadver.sementno.ceability?

•  Isitlowrecogni.onofbrandingelements?

Brand&5& Brand&2& Brand&6& Brand&3&& Brand&7& Our&brand&

Brand&4& Brand&8& Brand&1&

Brand&recogni7on& Average&

1.   Brandrecogni9on=>Yes,brandrecogni.onislow

2.Adver9sementno9ceability=>Adver.sementiswellseenwhenputnexttocompe.tor’sadver.sement

3.Brandingelement(logo)recogni9onvs.compe99on=>Poorrecogni.onduetouninteres.nglogo.Thiscauseslowbrandrecogni.on,makingadver.sementineffec.ve.

Problem

Catching

Involvement

Interest

Compe.tors’average-normOurbrandresults

LOGO

Solu9on

CoolToolET:Prac9calExample

•  Bigresearchagency

•  SoutheasternAsia

•  10devicesfor$299insteadofonefor$6,500

•  Cloud-basedsolu.oninsteadofcomplicatedsoWware

Case Result

•  Atleast3.mesless9mespentondataanalysis(dataavailableinreal-.me,notaWerdaysofprocessing).

•  ReceivedbeGerinsightsbycross-referencingdatafromeyetrackingwithdatafromthesurvey.

•  Increasedclientsa9sfac9onbygran.ngaccesstoresults,automatedreports,henceenablingqualityreassurance.

•  Upto300%lessspentonequipment.

•  Upto100%lessspentonsoWware.

•  Reducedfieldworkcostsupto40%.

•  Atleast5.mesless9mespentondatacollec.on(collectfieldin1dayinsteadof2weeks).

AddNeuroLabtoyouragency’spor\olioandgrowyoursalesbyusinganaffordableneuromarke9ngsolu9on!

www.CoolTool.com

CoolTool NeuroLab Eye Tracking testing

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